Content of clothing market research Content of clothing market research: social environment research
The production and operation activities of enterprises are inseparable from the social environment. These factors include political environment, economic environment, cultural environment, scientific and technological environment, climate and geographical environment, which are often difficult for enterprises to control and influence. Only by adapting to it on the basis of understanding and using it for me can we achieve commercial success.
The content of clothing market research: market demand research
For enterprises, the market is the demand with a certain ability to pay. Without demand, enterprises can't produce or "Chapter IV-Fashion and Market Research-No Production". Therefore, market demand research is the most basic part of market research content. Market demand research mainly includes: consumer demand research, consumer structure research and consumer behavior research.
The content of clothing market research: product research
Products are the objects that enterprises provide services to consumers. If an enterprise wants to survive and develop in the competition, the key lies in whether it can consistently produce products that meet the market demand. Clothing product survey mainly includes product production capacity, product entity, product packaging, product life cycle, product price, product brand, fashion trend and so on.
The content of clothing market research: marketing
The marketing mix of activity research includes products, pricing, distribution channels and promotion. It mainly includes the research on competitors, sales channels and promotion activities. The content mentioned above covers a wide range, but not every clothing market research should cover all the content, mainly depending on the purpose of the research to determine the research content.
The role of clothing market research 1. Understand the real needs of consumers.
Market research is an effective way to understand the real needs of consumers. Under normal circumstances, clothing enterprises often provide consumers with popular information and clothing products unilaterally, but it is difficult to automatically feed back information such as product color, style, function and matching method that target consumers really need and like to enterprises. Through the sales investigation of their own stores and similar brands and the form of consumer questionnaires, we can intuitively understand consumers' reaction and demand for products and improve customer satisfaction.
2. Provide basis for market decision-making.
Market research can provide the most direct and effective basis for enterprise's market decision. Compared with the judgment of the market based on the operator's experience, the objective research results largely avoid the subjectivity, blindness and risk of judgment. This is especially important for a new brand to be launched soon. Brand positioning and related construction methods need to make necessary preparations through market research. For the existing clothing brands, whether it is the change of brand style, the adjustment of product price or the change of store image, the relevant departments need to do solid and effective market research, which will play a guiding role in the subsequent investment of a large number of funds by enterprises.
3. Grasp the competitor's information
Market research is also an important means to master competitor information. A brand is not perfect in its development, especially when it has not become an industry leader. Usually, it will look for a target brand that is equal to or slightly higher than its competitors in the market. Through market research, we can find out the basic situation of the target brand and provide an objective basis for catching up with our competitors. Most clothing brands with good market performance will be the target brands that other clothing brands quietly aim at. What products sell well in the former and what the sales volume is, while the latter can be seen at a glance through market research. And adjust the product structure and even management methods accordingly, and strive to make their products gain greater market seats.
The significance of clothing market research is 1. Provide scientific basis for enterprise's management decision.
Management decision determines the development direction and goal of the enterprise, and its correctness is directly related to the survival and development of the enterprise. Only through market research can we find out the characteristics of market demand changes in time, grasp the balance between market supply and demand, and thus formulate marketing and business development strategies in a targeted manner, otherwise it will cause losses and failures due to blindness and divorced from reality.
2. Promote new product development and market development.
Through market research, we can understand consumers' consumption trends, demand changes and expectations for their products, and then decide what ways and means enterprises can develop new products to better meet consumers' needs. At the same time, we can know the demand information of regional market through market research, so as to determine an effective market development plan and continuously improve the market share of products.
3. Promote enterprises to improve management level and economic benefits.
Only by attaching importance to market research, constantly collecting and obtaining the latest trends of production and management technology, and knowing more about the advantages of other enterprises and the position of our own enterprise in market competition, can we reflect the management gap of our own enterprise through comparison and point out the direction for improving our competitiveness and management level.
4. Enhance the competitiveness and sustainable development ability of enterprises.
For enterprises, whether they can keep abreast of market changes and take timely and appropriate contingency measures is the key to their success in the competition. Moreover, market survey data can also predict the changing trend of the market, so as to make plans and arrangements for enterprises in advance, make full use of market changes to seek benefits for enterprises, and enable enterprises to obtain the ability of sustainable development.
The object of clothing market research. Brand object
(1) single brand
Refers to the special research on a brand. This kind of research is highly targeted, and it is often used when the purpose of the research is very clear and you know a certain brand, sometimes for the brand of a company.
(2) Multiple brands
Refers to the comparative investigation of several different brands. This kind of research is often unpredictable, and the expected results are not clear, right? Follow the crowd? Research type. The research object can be the same brand or different brands.
(3) Similar brands
It refers to a comprehensive investigation of brands of the same nature and grade. This kind of research has a clear purpose and can grasp the common situation in similar brands.
(4) Target brand
Refers to the comparative survey of brands that hope to reach or exceed. Generally choose brands that have great influence in the industry and good performance, or are equivalent to the target categories required for research. The target brand can be one or several.
Second, the personnel object
(1) sales staff
Sales staff refers to the relevant employees responsible for sales within the enterprise. Including sales manager, sales supervisor, salesman, etc.
(2) Business personnel
Salesperson refers to the person who is responsible for the front line of sales in the sales place. Including store managers (cabinet chiefs), shop assistants, etc.
(3) Shopping mall personnel
Shopping mall personnel refer to shopkeepers who are responsible for the management of shopping malls. Including store manager, floor manager, business supervisor, etc.
(4) consumers
Consumers generally refer to all ordinary people who enter the scope of research.
(5) customers
Customers refer to people who directly buy or consume branded products.
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